The Flanker Trap ( Why I Never Trust Anyone who Hypes Flankers)

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You’re not imagining it: brands drop one big “pillar” fragrance… then milk it with a million flankers (Intense, Sport, Elixir, Parfum, Summer, Limited Edition). That’s not creative inspiration—it’s strategy.

Why flankers exist (in plain English)

1) They’re cheap compared to a brand-new scent. A true new launch costs $$$ (R&D, testing, marketing, bottle design). A flanker reuses the name, the bottle, the shelf spot, and the hype. Lower risk, faster profit.

2) It’s a cash-in on a hit. Once a pillar becomes popular, the brand has a built-in audience. Flankers keep the line “new,” so people keep buying—especially collectors and gift buyers.

3) Shelf domination: Five boxes with the same name = your eyes land there first. Even if the flankers are redundant, the brand owns space in retail.

4) Trend + season flips. Market wants sweeter? Drop an Elixir if the Market wants fresh? Drop a Sport/Summer. Flankers are how brands chase trends without starting from zero.

5) Regulations + reformulation coverIFRA restrictions can force formula changes. Sometimes it’s easier to launch a “new” flanker than admit the original got adjusted.

Why do so many flankers feel mid to cheap knock-off versions of the OG, or plain out redundant?

Because they’re built to be sellable, not legendary. Fast yearly churn = “close enough to the original to sell” + “different enough to justify a new box.”

Translation: sequels. Some are great. Most are filler.

I have built in a self imposed defense mechanism, and every time I see the word flanker or a person saying they are completing a line, it automatically registers as suspect in my mind!. If it is highly promoted by the brand or by a person, I automatically ask myself these questions:

1) Is the person new to fragrances? Do they have experience? Brands are easy = ( Cash Grab)

2) If it is someone on this forum or on YouTube, is there a pattern? ( Is the collection always flanker after flanker? Are the products always on the inexpensive side? Or is it always something like Middle Eastern clones? Is it always the designers? usually systematically likes every or most of them.

3) How many reviews can I find in the search function that the brother has posted, or researching diffrent reviews on YouTube. For YouTube, I research diffrent influencers and online reviews by people. And in this forum, I look to see if the brother posts quality posts most of the time, or if they are chasing points by responding to everything! Very easy to spot!!! Just some food for thought to help you make better or more informed decisions.

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